How did we launch a fictional football team, a branded entertainment channel, a product launch platform, and the story of an impending alien attack, all for Samsung? We got superstar athletes, and their tens of millions of fans, to do it for us.

We introduced GALAXY 11, Samsung’s year-long branded entertainment and product integration campaign, not traditionally, but by letting the players tell the story entirely through their social media channels. Every piece of content– from the initial whisper of an alien challenge to the final animated battle for Earth- was released directly to followers in real time.

Fans quickly took off with story, amplifying the narrative into a global conversation with countless unofficial profiles, tribute videos, memes, articles and conspiracy theories.

You tube hits reached 48 million. Over one million hours of video was consumed. 120,000 hours were spent on the website. Fans from over 200 countries generated over one billion earned impressions. By introducing the GALAXY 11 campaign through the power of the players, we created not only an epic sports franchise – but a new era in social storytelling.